The Outdoor Advertising Association of Malaysia
The Outdoor Advertising Association of Malaysia (OAAM) is a significant body in the outdoor advertising industry. As a constituent member of the Advertising Standards Authority (ASA), OAAM is a fraternity to major components of outdoor advertising in Malaysia including media owners, outdoor media specialists, large format printers, and structural builders.
The association is made up of key players in the industry since 1993. The members of the association include Big Tree Outdoor, Gelumbang Jaya, and more.
In early 2021, Mr Maaresh Starling, chief operating officer of Redberry Advertising has been officially elected as the president of OAAM, followed by Ms Mary Koh, executive director of WOW Media Sdn Bhd as the vice president. The other executive committees of OAAM are: secretary – Mr Henry Tan (Parisign Media), treasurer – Mr Bay Chee Leong (United Malaya 360 Media), and committee members – Mr Paul Sapwell (Sanctuary Billboards), Mr Jeff Cheah (Seni Jaya) and Mr Henry Low (Spectrum Outdoor).
The role of OAAM:
OAAM acts as a registered body for the creative standards in outdoor advertising in Malaysia. The vision and mission of this association are to build and promote a sustainable industry with a high level of standards, good governance, and ethics. The association will lead to unite a responsible outdoor advertising industry towards all stakeholders which include governmental authorities, agencies, advertisers, and communities in order to achieve national economic growth in the outdoor industry.
The objectives of OAAM are to:
1. Maintain and develop the market interests in utilising outdoor advertising as an advertising medium and to protect the mutual interest of members within the industry.
2. Work towards high standards of market ethics and maintain the same within the industry.
3. Provide an official voice whereby members of the Association can co-operatively make known their wishes to associations of advertisers, agencies and other advertising organizations.
4. Represent the industry in negotiations with Government and other decision-makers.
5. Provide service and information on all matters relating to outdoor advertising.
6. Promote and encourage the design, manufacture, construction and use of effective outdoor advertising signs.
The significance of OAAM:
It is important to have this joint effort between the key players in the advertising industry and the government to maintain the standards of the industry to enhance the quality of presenting outdoor advertising platforms which also govern the safety and efficiency of outdoor advertising.
Striving to uphold the interest of its members, OAAM has been working towards achieving a higher standard in marketing ethics. The association is constantly promoting effective outdoor advertising mediums and regulating existing billboards in Malaysia.
